Data Analyst

The Data Analyst plays a key role in supporting PCMA’s data-driven marketing strategy by providing analytics, dashboards, and performance insights across digital channels, campaigns, events, and membership engagement.

This role focuses on transforming marketing and engagement data into actionable insights that help optimize campaigns, improve audience targeting, and support data-informed decision-making across the organization.

Reporting to the Director of Digital Experience & Data Strategy, the Data Analyst will develop dashboards, analyze campaign performance, and support reporting across CRM, marketing automation platforms, and digital analytics tools.

This role is a hands-on analytics position focused on marketing performance measurement and insight generation.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Digital Marketing & Experience Strategy

• Lead the development and execution of PCMA’s digital marketing strategy across web, email, marketing automation, and campaign experiences.
• Ensure digital channels are optimized to support key business objectives, including membership growth, event registrations, education enrollment, and thought leadership engagement.
• Partner with content and campaign teams to design digital experiences that guide audiences through clear, data-driven journeys from awareness to conversion.

Audience Insights, Analytics & Segmentation

• Own PCMA’s audience intelligence framework, including segmentation, personas, lifecycle modeling, and journey mapping across member and customer types.
• Translate behavioral, engagement, and performance data into actionable insights that inform campaign strategy, content prioritization, and channel optimization.
• Establish and monitor key digital and audience performance metrics (e.g., engagement, conversion, retention, pipeline contribution), providing regular insights and recommendations to stakeholders.

Data Strategy & Activation

• Serve as the primary marketing partner for data strategy—ensuring CRM, marketing automation, and digital platforms are aligned to support targeting, personalization, and measurement.
• Collaborate with technology and data teams to improve data quality, governance, and usability for marketing purposes.
• Enable consistent, scalable use of data across campaigns while reducing redundancy, inefficiency, and manual work.

AI Enablement & Innovation

• Identify and pilot practical AI use cases that enhance marketing effectiveness, such as audience modeling, predictive insights, personalization, testing, and content optimization.
• Partner with internal teams and vendors to responsibly integrate AI tools into existing marketing workflows over time.
• Help establish best practices for ethical, transparent, and effective use of AI in marketing and communications.

Execution, Optimization & Collaboration

• Remain actively involved in hands-on execution, testing, and optimization of digital campaigns and experiences.
• Work cross-functionally with content, events, membership, education, and foundation teams to align audience strategy and ensure consistent experiences across touchpoints.
• Support team capability building by sharing insights, frameworks, and best practices related to digital performance, analytics, and audience understanding.

KNOWLEDGE, SKILLS AND ABILITIES

Marketing Performance Analytics

• Analyze campaign performance across email, digital marketing, web, and paid channels.
• Identify trends, opportunities, and recommendations to improve engagement and conversion.

Dashboard Development

• Build and maintain marketing performance dashboards using Power BI, Tableau, or similar tools.
• Provide clear reporting for marketing leadership on key KPIs including campaign performance, registrations, and audience engagement.

CRM & Marketing Automation Reporting

• Develop reports and insights using CRM and marketing automation platforms such as Salesforce, Microsoft Dynamics, or Marketing Cloud.
• Support marketing teams with audience analysis and segmentation insights.

Digital Analytics

• Analyze website traffic, user behavior, and conversion patterns using Google Analytics and related tools.
• Provide insights to improve digital experiences and campaign performance.

Campaign & Audience Insights

• Support marketing teams with audience analysis, campaign performance reporting, and engagement insights.
• Help identify high-value audience segments and growth opportunities.

MINIMUM QUALIFICATIONS

• 3–6 years of experience in marketing analytics, digital analytics, or business intelligence.
• Experience building dashboards in Looker Studio, Power BI, Tableau, or similar BI tools.
• Familiarity with CRM systems (Salesforce, Dynamics, etc.).
• Experience analyzing email marketing and digital campaign performance.
• Knowledge of Google Analytics or other web analytics tools.
• Ability to translate data into clear insights for non-technical stakeholders.
• Strong working knowledge of digital analytics, reporting, and optimization, with the ability to translate data into actionable insights.
• Experience partnering cross-functionally with marketing, content, technology, and business stakeholders in a matrixed organization.
• Practical exposure to AI-enabled marketing tools or advanced analytics (e.g., predictive insights, personalization, testing, or automation), with an ability to scale usage over time.
• Excellent communication and collaboration skills
• Experience in associations, membership organizations, events, media, or professional services environments a plus.

PHYSICAL REQUIREMENTS AND ENVIRONMENTAL CONDITIONS

• Ability to perform work utilizing a computer for extended periods of time.
• Ability to sit for extended periods of time in performing the work.
• Ability to grasp objects utilizing the fingers (fine motor manipulation).
• Ability to travel by air or ground transportation as required in performing the work.
• Ability to lift to 15 pounds.